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Donation Behavior for Nonprofit and Voluntary Sector: The Role of Compassion

Author

Listed:
  • Erne Suzila Kassim*

    (Faculty of Business and Management Universiti Teknologi MARA, Puncak Alam 42300 Selangor, Malaysia)

  • Hanitahaiza Hairuddin

    (Faculty of Business and Management Universiti Teknologi MARA, Puncak Alam 42300 Selangor, Malaysia)

Abstract

The nonprofit and voluntary sector also known as the third sector economy plays a key role for human and ecological sustainable wellbeing in order to address the critical situations of poverty, depleted resources, welfare and social exclusion. One way to grow and sustain the sector is by getting contributions and donations from other organizations or individual persons. Building on the revised Theory of Planned Behavior, this research attempts to explore what motivates people to donate, and determine if compassion plays a role of a moderator. Based on the structural model, the findings indicate attitude, perceived behavioral control, descriptive norm and moral norms are significant predictors to donation behavior. In addition, the relationship between moral norm and donation behavior is stronger when compassion is higher. The findings would be beneficial in putting up strategies to strengthen the nonprofit and voluntary sector by focusing on the social psychology attitudes for others and from others. As the study did not control for the size of the nonprofit organizations, we suggest future research to consider on the limitation that would be consistent with the “impact model of philanthropy†that postulates for maximum impact donation especially for sustainable wellbeing.

Suggested Citation

  • Erne Suzila Kassim* & Hanitahaiza Hairuddin, 2018. "Donation Behavior for Nonprofit and Voluntary Sector: The Role of Compassion," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 1004-1010:6.
    • Handle: RePEc:arp:tjssrr:2018:p:1004-1010
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    References listed on IDEAS

    as
    1. Jenny Gu & Kate Cavanagh & Ruth Baer & Clara Strauss, 2017. "An empirical examination of the factor structure of compassion," PLOS ONE, Public Library of Science, vol. 12(2), pages 1-17, February.
    2. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
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